How will Novonix compete?

With already large players in the Synthetic Graphite market, how will Novonix compete?
China dominates Synthetic Graphite production and Hitachi Chemical is a non China alternative.

How the hell is Novonix going to compete with Hitachi Chemical let alone the Chinese? Can some of the deranged up-rampers here please explain?
Hitachi Chemical is massive and diverse. They are also involved in Silicon anode technology which is already proven to be a viable Graphite replacement technology via Amprius Technologies.

From what I can see Novonix is late to the party. They have hopped on Synthetic Graphite but it is already a mature technology with established players. They will never make it. And the mature players, like Hitachi Chemical, are already heavily involved in the next generation technologies.

Novonix could be seen as a pure hype play.